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Big Brands Lend Their Names to the Franchise Service Industry

Procter & Gamble is re-creating two of its iconic brands--Tide and Mr. Clean--as dry cleaning and carwash franchises

This story appears in the September 2010 issue of Entrepreneur. Subscribe »

If the citizens of Atlanta have been feeling as if they're being watched, who could blame them? In July 2009, 13 giant cutouts of Mr. Clean began staring down on them from the entryways of carwashes across the area. Meanwhile, the personal-care behemoth Procter & Gamble has been watching to see if its tanned, ripped, cue-balled mascot could draw dirty cars into sudsy tunnels.

At the same time, halfway across the country in Kansas City, Mo., the bright orange-and-yellow Tide logo was popping up on the front of three new Tide Dry Cleaners, as P&G made the first careful steps out of the home laundry business and into the full-service dry cleaning business.

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